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A Study on Validating a Structural Model of Brand Equity for a Tourism Destination: Perspective on Five-factor Structure Model and Influential Factors

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2011, 35(5), pp.81-104
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism

오정학 1 김철원 2

1서라벌대학
2경희대학교

Accredited

ABSTRACT

There have been disagreements on the relationships between the factors of brand equity of a tourism destination. This study was to validate a structure model of brand equity of a tourism destination. Based on the review of related literatures, two competitive models on the structure of brand equity factors were proposed(a five factor parallel model and a five factor hierarchical model). Data were collected from 665 visitors of three popular tourism destinations at Gyeongju in 2009. Results of a structural equation analysis showed that the hierarchical model fitted the data better than the parallel did. This suggested that the promotion of a destination directly influenced on the brand awareness. However, promotion were also likely to indirectly impact on the brand royalty through the relationship between brand awareness and brand quality and image. Based on the results, theoretical implications and future research were discussed in the conclusion.

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